(FILA Korea) – FILA Korea announces plans to open 10 mega shops in major Korean cities to accompany the launch of their Spring/Summer 2016 collections.
When FILA Korea set out to redefine their brand strategy for 2016, they had two goals in mind: refresh their image with a new concept, and revive their reputation through more direct interaction with consumers. And they’re doing just that. The Spring/Summer 2016 is all about “Stylish Performance” for the sportswear brand – in every sense of the word.
The newly launched mens’ and womens’ collections are defined by their ability to adapt to any situation and activity level, from intensive athletic training to a lunch date. The apparel’s simple and clean silhouettes are enhanced through the use of modern hues and color combinations to achieve a look that is classic, yet fashion forward – a signature design style of the FILA brand. Each piece in the collection is composed of the highest quality fabrics, offering wearers flexibility and support that fits a wide range of needs, and setting a new bar for the "athleisure" category.
This season will also see a change in the brand's selling strategy. FILA Korea recently embarked on a three-month initiative to bring their new collections to a series of mega shops in 10 major Korean cities. The inaugural shop was opened on 25 February in Masan, with subsequent shops opening in Busan, Incheon, Gwangju, and Jeju, among others, over the next few months. The initiative will conclude with the opening of a three-story mega shop in Itaewon, Seoul at the end of April.
You can follow FILA Korea's multi-mega shop tour on the brand's official Instagram page, or check out the brand's new collection at http://info.fila.co.kr/2010/main/main.html.
Note: The term “mega shop” is used to represent a distribution network located in a central business district. In the case of department stores, any shop occupying more than 264㎡ is referred to as a “mega shop.”